With snowsports being a significant contributor to the elements.biz ecosystem and the UK playing an important role in that market, we decided to tune in to the Consumer Research Survey presented by Ski Club of Great Britain general manager, James Gambrill to learn more.
Organised by our partners at the Mountain Trade network and produced in collaboration with LISTEX, Snow+Rock and the UK National Show, the Consumer Research Survey takes a deep dive into the habits, concerns, drivers and trends of approximately 2 million UK based skiers and snowboarders. Where do they go? what to they want? what affects their purchase decisions? and how are these factors evolving over time? These are among the many questions posed by the survey and shared by James. Here are our five key takeaways.
- Sustainability matters matter. Sustainability is in our DNA and we were delighted to see that it is increasingly significant in the eyes of UK snowsporters too. What is concerning is that increased intent does not necessarily convert into increased action. Snowsporters are struggling to find offers that match their sustainability goals. Is this to do with the cost of greener skiing? the number of solutions offered? or simply the viability of sustainable snowsports? We can’t be sure, but what we can see is a mismatch between demand and supply, which means a business opportunity for the people that are smart enough to exploit it.
- We want snow! Inextricably linked to the sustainability question is snow, the amount of it, quality and consistency, as well as access to it via the location of accommodation, lift systems or a large and varied ski area. These drivers are all on the increase.
- Catered chalets. The number of catered chalet holidays taken post-COVID plummeted, although this is much more likely to be a Brexit issue than a COVID one. Brexit made catered chalet holidays – beloved by British travellers for so long – more difficult and expensive (but not impossible) to provide in Europe. Predictably, this led to fewer catered chalet beds on the market and as a likely consequence, British skiers booked other types of accommodation. So, where is the right balance? Would more UK based snowsporters book catered chalets if more were available, or is the right number the number that are on the market today?
- Fewer bookings via tour operators. Probably linked to the above, the number of bookings via tour operators also dropped off as catered chalets made up much of their bedstock. This is no surprise. But how much of the trend is also down to the relative ease of tailoring your own holidays? Booking everything from flights to accommodation, lift passes and ski school has never been so easy and whilst the simplicity and security of using a responsible tour operator is clear, the tools available to create a DIY winter holiday also seem to be having an effect.
- Moneymoneymoney. Although snowsports are a luxury with the average participant spending £12-1500 before they have even set foot in their chosen resort, people’s ability to spare the cash for such an indulgence is as significant as it has ever been. Snowsporters are a determined bunch, so whilst some may simply choose not to travel during these times of spiralling costs, others show their price sensitivity in the places that they travel to, and the accommodation that they choose. It also shows in the type and frequency of trips taken, with 7-day trips remaining the preference but a significant reduction in short breaks, previously seen as the icing on the cake of many a snowsporter’s winter.
So, those were our takeaways. What do you think and what are yours?
A recording of the presentation, plus presentation slides and other data can be accessed by MTN members at https://mountaintradenetwork.com/.
Thanks again to MTN, James Gambrill and the Ski Club of Great Britain, plus LISTEX, Snow+Rock and the National Snow Show.
